AUCKLAND, NEW ZEALAND — Thousands of Southern Californians fly to this remote country every year to check the vast stretches of unspoiled mountainous and coastal beauty made famous by the epic "Lord of the Rings" trilogy.
But even to repeat travelers here, it may be a surprise that this small nation's biggest airline is on a mission to be the cleanest, most fuel-stingy and perhaps the quirkiest airline flying in the world.
For The Record
Los Angeles Times Wednesday, October 15, 2008 Home Edition Main News Part A Page 2 National Desk 1 inches; 52 words Type of Material: Correction
Air New Zealand: An article in Friday's Business on Air New Zealand's environmental initiatives included a photo of an office in the airlines' environmentally friendly building, but misidentified the executive shown. It is Ed Sims, group general manager for international operations, not Chief Executive Rob Fyfe, shown in the company's meeting room.
Air New Zealand Ltd.'s slogan: "We're changing the way you fly." And it seems to mean it.
In recent months, the airline made headlines with several fuel-saving and environmentally conscious initiatives including demonstrating a new way of flying an airplane and testing the use of a weed as a source of jet fuel.
The innovative moves, which are being closely watched by the aviation industry, have put the airline at the forefront of finding new ways of cutting back on fuel use and harmful carbon emissions. Last year, the carrier even hired the head of Greenpeace International in New Zealand to coordinate the environmental initiatives.
New Zealand is indeed a bit out of the way -- a 12-hour flight across a vast expanse of the Pacific from Los Angeles -- but that is perhaps why the airline has been trying so hard to stand out.
This month, the airline will launch an unusual marketing campaign in Los Angeles in which it will pay 30 people to shave their heads and serve as "cranial billboards." Playing off the financial crisis, the shaved heads will have temporary, two-week tattoos that will read: "Need a Change? Head Down to New Zealand." Those selected in a casting call will be offered a free round-trip ticket to New Zealand or an unspecified amount of cash.
"Gas prices, the economy, the bank situation, the housing market and the dynamic election are leaving many Californians with a need for change," said Roger Poulton, the airline's vice president in charge of North America. "What better way to illustrate a dramatic transformation than to shave one's head?"
In a first among Pacific carriers, Air New Zealand has begun installing electric blow dryers in the ceiling of its planes. The dryers cut down on cabin condensation that can weigh down an aircraft with more than 440 pounds of water.
In many ways, these efforts reflect the country's obsession with maintaining a clean landscape and the airline's quirky culture, which is clearly visible at the headquarters here.
